Harmony Frequency Automates Global Frequency Intelligence to Reduce Ad Waste, Strengthen Campaign Effectiveness, & Improve Viewing Experience
Innovid, an independent software platform specializing in the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital channels, has announced the launch of Harmony Frequency. This groundbreaking solution is the first of its kind to offer holistic frequency management for CTV and digital advertising, setting a new standard for optimizing ad delivery and campaign effectiveness.
- Holistic Frequency Management:
- Harmony Frequency addresses the limitations of current frequency capping methods, which are typically siloed and only applicable on a one-to-one basis per publisher or DSP platform.
- The solution provides a unified view of ad impressions across all platforms, devices, and households, leveraging Innovid’s ad server that tracks every impression.
- Frequency Intelligence for DSPs:
- By integrating frequency management insights directly into programmatic buying strategies, Harmony Frequency helps DSPs make informed bidding decisions.
- This reduces ad waste by preventing overexposure, maximizes budget allocation to underexposed households, and improves the viewing experience by minimizing ad fatigue.
- Enhanced Campaign Effectiveness:
- Harmony Frequency allows advertisers to reduce wasted spend and enhance campaign efficiency by providing rich data signals for better decision-making.
Beta Testing and Industry Impact
- Closed Beta Tests:
- Harmony Frequency began closed beta testing with leading DSPs, including Yahoo DSP, earlier this month.
- Harmony Product Suite:
- Launched earlier this year, the Harmony suite aims to optimize advertising infrastructure, improving efficiency, transparency, control, and reducing carbon emissions while increasing ROI and enhancing viewing experiences.
- Harmony Frequency is a key innovation in this suite, shifting frequency management from the final mile to the starting line and integrating insights directly into programmatic strategies.
Industry Reactions
- Adam Roodman, SVP of Product Strategy & Management, Yahoo:“Harmony Frequency provides an in-the-moment view of campaign frequency across advertisers’ digital channels, helping to close the gap between understanding and action. As the media landscape continues to fragment, automated, holistic frequency capping will play a crucial role in campaign effectiveness. We’re excited to bring this offering to our Yahoo DSP advertisers in an effort to help make their campaigns run more efficiently.”
- Jason Trubowitz, SVP, Media & Measurement, ANA:“The ANA supports all efforts to break down walls to bring real-time, transparent intelligence to buyers and sellers for better CTV viewing experiences.”
- Zvika Netter, CEO & Co-Founder, Innovid:“As viewers, we know all too well that seeing the same ad over and over again leads to creative burnout and annoyance with the brand and the platform or app it was delivered on. As a trusted tech platform for the world’s largest advertisers, we also know how overexposure leads to waste, hurts performance, and damages brand reputation. With Innovid’s universal view of the CTV and digital ecosystem, we are the thread that ties it all together – we can and have solved frequency management. Harmony Frequency is a testament to our commitment to innovation and our dedication to improving the efficiency and effectiveness of CTV and digital advertising for all.”
Innovid’s Harmony Frequency is set to revolutionize the management of ad frequency across CTV and digital platforms, offering a holistic approach that enhances campaign effectiveness and reduces ad waste. With its advanced capabilities and industry support, Harmony Frequency represents a significant leap forward in optimizing digital advertising strategies.